“Content marketing is fundamentally changing everything about marketing,” Steve Rotter, Brightcove’s vice president of marketing, put out there as his opening remark for his ContentTECH presentation titled “Video Technology Bootcamp – Fueling Your Content Marketing with Video.” From the way we staff our marketing departments to the way we allocate our budgets, content marketing is rocking the business space, Rotter argued during last week’s virtual event. Moreover, failure to recognize this movement leaves you trailing limply behind the competition.
During last week’s virtual event, various subject matter experts elucidated on content marketing concepts (one of my favorites being from Jonah Berger, professor of marketing at the Wharton School, who spoke eloquently and powerfully about how to craft contagious content). But the overarching theme was that content marketing is not a trend, fad or avant-garde tactic. Rather it’s always been around, will always be around and has forever changed the way in which we conduct business.
Let’s take a look at three things you need to understand as we move forward into 2014:
- Your Consumers are Tired: So tired in fact that they are unable to absorb most content with which they come in contact. Just consider the fact that we’ve gone from being exposed to about 500 ads a day to more than 5,000 a day today. Simply put, there is an inundation of marketing messages and consumer attention spans are waning. So how do you win in the content marketing space? By having a purpose and point with each and every entry. Don’t write for the sake of writing. Write to equip your consumers with social currency—or stories to tell others.
- CMO/CIO Alignment is Paramount: The fact is that today’s marketers and IT staffers no longer operate across silos. Conversely, CMOs invest in technology while the CIO takes a stab at blogging. In fact, by 2017, CMOs will spend more on IT than their counterpart CIOs. As you move forward with content strategy in 2014, focus a bit more on how to ensure that the two departments see eye to eye and how technology and strategy can go hand-in-hand.
- Differentiation Will be Key: With an overabundance of content and brand stories swimming in cyberspace, 2014 will be all about differentiation and unique qualifiers. Therefore, spend ample time honing your brand’s tale, identifying the right communications vehicles to disseminate the message and demonstrating thought leadership with a new platform. Think outside the box and recognize discomfort as a sign that you are taking your marketing strategy in the right direction.
We want to hear from you… what are your 2014 content marketing objectives? Do you think your strategy is up to snuff?